Cichlodian needed an identity that actually felt like Cichlodian: fun, aquatic, colorful, and a little creative, without losing the polish a real fish brand needs across its storefront, website, and social presence. The direction leans on expressive cichlid illustration, water movement, bubbles, and a loose hand-painted feel to build something energetic and approachable, while keeping it clean enough to hold up wherever the brand shows up.
The Father's Day ad uses a cinematic fish tank setting to turn colorful cichlids into a thoughtful aquarium upgrade, and a pretty fun seasonal gift idea. Tank lighting, motion, and color keep the fish front and center, giving the piece a warm feel that still reads as visually strong.
The Fourth of July ad pairs a fish-in-a-bag visual with fireworks in the background to connect the holiday to the actual buying moment. The cichlids' naturally red, white, and blue-leaning colors line up with the holiday palette, and paired with the "15% off everything" promo, the ad feels festive and fun while staying true to Cichlodian's aquatic identity.
Brand + Social System
Context
Brand and social design for a startup cichlid-focused fish store operating in a visually crowded niche retail category.
Problem
Aquarium-store branding can quickly become generic, overly literal, or visually childish, making it harder to build a distinct premium presence.
Direction
Use expressive aquatic movement, colorful fish imagery, and a controlled hand-painted feel to stay playful while keeping the identity polished.
System
A flexible logo and social language designed to carry everyday content, seasonal promotions, and retail communication without changing personality.
Execution
Logo redesign and ongoing promotional creative, including seasonal campaign concepts for Father's Day and Fourth of July.
Outcome
A recognizable social-first identity that gives a niche retail brand more consistency and a clearer creative point of view.